Abstract
McDonald's is a large fast food chain with an international presence around the world. During the last few years, the company has been criticized by customers for offering unhealthy food causing obesity, and for dodgy corporate ethics. This is why we decided to study the international corporate reputation of the company. It seemed interesting to analyze the corporate reputation of McDonald's following the severe criticism from customers, and in critical books and films. We are going to answer two important questions.
In order to answer these issues, we will study its stakeholder relationship and the perception of the company that customers have after the criticism of unhealthy food. We will focus on the customer reactions towards McDonald's. We will base our case study on theory from the course “Corporate Communication” and other sources, internet sources etc. In addition, a survey will be conducted – we will distribute a questionnaire to international students and local citizens who either eat fast food, or just know of the company. Furthermore, the survey will include interviews of a focus group. Our time limit for this work is short, and we will therefore be very critical to our sources.
